Advertisers work the twerk

By Frank Chung | 2 September 2013

Vevo saw a 250% increase in streaming of Miley Cyrus videos following her infamous 'twerking' performance at last week's VMAs. That's great news for advertisers. Keep on twerking, Miley.

Her 'We Can't Stop' video topped the month of July with 1.7 million views, ending a "record month" for Vevo with over 80 million streams. According to Nielsen, Vevo is now the third-biggest online video platform behind YouTube and Facebook.

Vevo went live on Apple TV on Friday, and MCM Entertainment Group chief executive Simon Joyce says initial numbers are “well above expectations”. The ultimate goal is to be “wherever the digital ecosystem is”, be it PS4 or Xbox One.

The new global deal will see Vevo join a small number of app partners on Apple TV. Its ad-funded model plays one ad every five tracks, either with customised playlists or via a number of streaming music channels around different genres. “We're not allowed to quote the numbers but it's been well above expectations. It's incredibly exciting,” Joyce said.

While he couldn't comment on talks with the next-gen console manufacturers, Joyce said there would be more announcements to come. “Our multi-screen offering is always expanding – we went to mobile, then tablet, then Xbox and now to Apple TV – but the absolute ambition is to be wherever the digital ecosystem is.”

Advertisers can buy against tracks or artists or likely audience demographics, segmented by device or across the entire ecosystem. Ads are always solus, which “helps with ad transference and recall”, and all user behaviour, from playlists to social sharing, is collected and analysed, providing advertisers a wealth of data.

Joyce said the big opportunity for advertisers these days was “jumping on the premieres”. “It's become a track business as opposed to an album business. Usually the first 48 hours of a new music video is a time when it's highly shared.”

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